Digital Experience Design
Featured work highlighting demonstrating how UX, functionality, and brand come together in real-world products.
Lululemon Website Redesign
I was trusted to lead the design direction for lululemon's website redesign, serving as the brand representative working directly with the external UX agency. Drawing on my background in campaign storytelling, I shaped how the new platform could elevate the guest experience beyond commerce — creating a site that felt as expressive as the brand itself.
Beyond the design work, I coordinated the population of the site ahead of launch, ensuring every section was ready and on-brand at go-live. After launch, I led training sessions for the broader brand design team, helping designers across the organization understand how to work with the new components and platform capabilities.
This project also opened up a new kind of collaboration — because many brand designers weren't versed in UX, I became an informal bridge, using wireframes to help teams think through how their campaigns could come to life in the new environment. It was one of the most expansive and rewarding projects of my career.
Mercedes-Benz GLK Launch Microsite
The GLK launch microsite introduced the vehicle through an immersive digital experience combining product storytelling with event promotion. I led the design of the micros offering, shaping the experience from the primary landing page through deeper product sections and interactive features, while ensuring a cohesive visual language across both the vehicle site and the supporting launch event pages.
Microsite Landing Page
Microsite Landing Page
SEMA Landing Page
Mark’s E-commerce Vision Pitch
This pitch challenged us to reimagine the Mark's digital experience — moving it beyond a conventional retail site toward something more immersive and educational. My concept envisioned upper-funnel landing pages that introduced customers to the brand's workwear expertise before asking them to shop, paired with an innovative approach to product detail pages designed to highlight key selling features through richer, more considered presentation.
Two design directions were developed for the pitch. Mine took the less conventional path — prioritizing brand storytelling and product education over familiar e-commerce patterns. The agency won the work.
